Planning for the unplannable: developing marketing plans in a post-pandemic world
It’s that time of year again where agencies and clients’ attention turns to developing marketing plans for 2021 and a time at which the critical role of the planning and strategy teams within agencies becomes even more apparent. But this year it’s fair to say things are a little different.
With all the unexpected challenges that society and the marketing industry has faced in 2020 and the huge uncertainty that still lies ahead, insightful planning that is built around a deep understanding of changing customer attitudes, behaviours and concerns is more fundamental than ever. But how can planners approach planning for the unplannable?
In our latest article for The Drum, Cat Davis, Group Marketing Director for MISSION Group, talks to Agency heads about their views on how the role of planning has shifted in the light of the pandemic, and what they think the future of planning holds. Read the article here.